MP BIRLA INSTITUTE OF MANAGEMENT

CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES

M.P. Birla Institute of Manae!ent
An E"#lorator$ Stu%$
On
&Se'on% Han% Motor Bi(e
Preferen'e in Banalore Cit$)
SUBMITTED B*+
Dee#a(
Hani(a V Ra,
Mit-un
Nites- Te(.ani
Pre!a TV
Ree/a Sin-
Sa'-in V 0ina%e
Sa/it-a 1u#ta
Su!a N
Vi(as Set-

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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
ACKNOW2ED1EMENT
We are extremely great full to Dr Bislaia-, Professor
3MP Birla Institute Of Manae!ent4 for erm!tt!"g
us to #arry out t$!s stu%y&
We 'oul% l!(e to exress our rofou"% grat!tu%e to all
t$ose '$o $a)e $ele% us %!re#tly or !"%!re#tly !" t$e
#ourse of t$!s stu%y&
TAB2E O5 CONTENTS
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
CONTENTS
PA1E NO
A'(no.le%e!ent 6
Ta7le of 'ontents 8
2ist of ta7les 9 fiures :
;. E"e'uti/e su!!ar$ <
;.; O7,e'ti/es =
;.6 Results =
;.8 Con'lusions =
;.: Re'o!!en%ations >
6. Bo%$ >
6.; Intro%u'tion >
6.;; Ba'(roun% of stu%$ >
6.;6 State!ent of t-e #ro7le! ;8
6.;8 O7,e'ti/es ;8
6.;: H$#ot-esis ;:
6.6 Met-o%olo$ ;<
6.8 Results ;?
6.: Anal$sis 6?
6.< 2i!itations 8;
6.= Con'lusions 8;
6.> Suestions 9 Re'o!!en%ations 86
8. A##en%i" 8:
8.; Data 'olle'tion for!s 8:
8.6 Detaile% 'al'ulations 8>
8.8 1eneral ta7les 8?
8.: Bi7liora#-$ :=
2IST O5 TAB2ES
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
5I1URE
NO
CONTENTS PA1E NO
; Ae rou#
6;
6 In'o!e rou#
6;
8 Attri7utes influen'e
66
: Consu!ers #referen'e
68
< Consu!er 7e-a/iour
6:
= Po.er @#i'(Au#
6:
> Pri'e
6<
B Pre 9 After sales
6=
? Te'-ni'al so#-isti'ation
6>
;C O.ners-i#
6>
;; Pur#ose of #ur'-ase
6B
;6 Meet e"#e'tation
6?
;8 A%/ertise!ent
6?
;: 2o'ation of s-o.roo!
8C
;< Ran(in of !otor7i(es
8C
;= H$#ot-esis ;
:C
;> H$#ot-esis 6
:;
2IST O5 5I1URES
FIGURE
NO
*ONTENTS PAGE NO
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
+ Automo,!le ro%u#t!o" !" I"%!a ++
- Age grou .-
/ I"#ome grou .-
. Attr!,utes ./
0 Aest$et!#s ./
1 Fuel m!leage ..
2 B!(e3s r!#e ..
4 Pre 5 After sales ser)!#e .0
6 Te#$"!#al so$!st!#at!o" .0
+7 O'"ers$! .1
++ Meet exe#tat!o" .1
+- Me%!a .2
+/ S$o'room lo#at!o" .2
+. Prefere"#e to'ar%s ,!(es .4
;. EDECUTIVE SUMMAR*
W!t$ er #a!ta !"#ome !" t$e #ou"try gro'!"g at a fa!r #l!, gro't$ rose#ts of t$e
I"%!a" auto !"%ustry aear to ,e 8u!te e"#ourag!"g& T$e oulat!o" !s mo)!"g to'ar%s t$e
m!%%le #lass or lo'er m!%%le #lass t$!s !s result!"g !" t$e $!g$er %!sosa,le !"#ome&
From t$e se#o"%ary %ata #olle#te% s$o'!"g t$e gro't$ rate !" ur#$ase of "e' f!rst
$a"% )e$!#les, t$us t$e 8uest!o" ar!ses, '$ere %oes t$e use% )e$!#le go9
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
T$e reort $as ,ee" %ra'" u '!t$ t$e o,:e#t!)e of !%e"t!fy!"g a"% a"aly;!"g t$e (ey
fa#tors a"% attr!,utes, '$!#$ !"flue"#e #o"sumers '$!le %e#!%!"g to ur#$ase a se#o"% $a"%
motor,!(e& T$e #ategory of motor,!(e #$ose" for t$e urose of t$!s stu%y !s fuel<eff!#!e"t=
four stro(e motor,!(es !" t$e ra"ge of 60 to ++0 #u,!#<#aa#!ty e"g!"es&
T$e stu%y starts '!t$ a ,r!ef !"s!g$t !"to t$e e)olut!o" of t$e I"%!a" automo,!le
!"%ustry, t$e t'o '$eeler !"%ustry, motor,!(e !"%ustry a"% t$e rese"t stru#ture& As
me"t!o"e% earl!er t$e stu%y !s o" *o"sumers refere"#e to'ar%s se#o"% $a"% motor,!(es,
'$!#$ !"#lu%es t$e attr!,utes t$at !"flue"#e t$e #o"sumers t$e most a"% t$e se#o"% $a"%
motor,!(e t$at t$ey refer t$e most&
T$e met$o%ology a%ote% for t$!s stu%y 'as #o"%u#te% ,y !"ter)!e'!"g +77
reso"%e"ts t$roug$ a 8uest!o""a!re& T$e reso"%e"ts 'ere as(e% a ser!es of 8uest!o"s
t$roug$ '$!#$ a" a"alys!s $as ,ee" ma%e o" t$e (ey fa#tors a"% attr!,utes t$at !"flue"#e a"%
%r!)e t$e #o"sumer3s refere"#e to'ar%s a art!#ular motor,!(e !" t$e!r ur#$ase %e#!s!o"
ro#ess&
T$e motor,!(es, '$!#$ 'ere #$ose" for t$e urose of t$!s stu%y, as me"t!o"e% a,o)e
are fuel<eff!#!e"t, four<stro(e ,!(es !" t$e ra"ge of 60 to ++0 #u,!# #aa#!ty e"g!"es& T$e
,!(es t$at fall !" t$!s #ategory are >ero >o"%a Sle"%or, T?S ?!#tor, @a'asa(! *al!,er,
Aama$a *rux a"% @!"et!# Boss& T$ese ,!(es #o"tr!,ute to t$e $!g$est sales !" term of
re)e"ue a"% "um,ers Bmotor,!(esC, !" t$e!r rese#t!)e #oma"!es, regar%!"g segme"ts
me"t!o"e% a,o)e&
;.; OBEECTIVES
Attr!,utes t$at !"flue"#e a"% %r!)e t$e #o"sumers ur#$ase %e#!s!o"s a"% refere"#es
to'ar%s se#o"% $a"% motor,!(es&
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
;.6 RESU2TS
T$e "um,er of reso"%e"ts for t$e urose of t$!s stu%y !s +77, of '$!#$, t$e
ma:or!ty $a)e refere"#e for a motor,!(e '$!#$ g!)es goo% fuel m!leage&
A,out 67D of t$e reso"%e"ts feel t$at fuel m!leage !s a )ery !morta"t attr!,ute t$at
a motor,!(e s$oul% ossess& Fuel M!leage, Pr!#!"g, Pre a"% After Sales Ser)!#e& From t$e
f!"%!"gs, ma:or!ty of t$e reso"%e"ts says t$at >ero >o"%a Sle"%or !s t$e ,est fuel m!leage
motor,!(e %ue to t$e fa#t t$at !t $as ,ee" r!#e% t$e ,est a"% !s also #o"s!%ere% t$e ,est
regar%!"g Pre a"% After E Sales ser)!#e !s #o"s!%ere%&
;.8 CONC2USIONS
T$us ,ase% o" our a"alys!s of 8ual!tat!)e %ata t$at $a)e ,ee" %!s#usse%, 'e $a)e
arr!)e% at re#!se #o"#lus!o"s at t$e e"% of ea#$ #$ater, g!)!"g ma"ufa#turers, reta!lers #lear
!"s!g$t !"to t$e #ustomers er#et!o" o" t$e refere"#e of se#o"% $a"% motor ,!(es !" t$e
Ba"galore #!ty&
;.: RECOMMENDATIONS
T$e attr!,utes '$!#$ $a)e ,ee" me"t!o"e% lay a )ery !morta"t role for a motor,!(e
to ,e a su##ess !" t$!s segme"t of se#o"% $a"% t'o '$eelers, for examle fuel, m!leage, et#&
>ero >o"%a Sle"%or t$e motor,!(e from >ero >o"%a Motors L!m!te% $as tur"e% out to ,e
t$e most su##essful motor,!(e !" t$!s segme"t of se#o"% $a"% t'o '$eelers as !t sat!sf!es t$e
ma:or!ty of !morta"t attr!,utes t$at t$e #o"sumer %es!res
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
2.1 INTRODUCTION
6.;; BACK1ROUND O5 THE STUD*
AUTOMOBILE INFUSTRA
Follo'!"g I"%!aGs gro'!"g oe""ess, t$e arr!)al of "e' a"% ex!st!"g mo%els, easy
a)a!la,!l!ty of f!"a"#e at relat!)ely lo' rate of !"terest a"% r!#e %!s#ou"ts offere% ,y t$e
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
%ealers a"% ma"ufa#turers all $a)e st!rre% t$e %ema"% for )e$!#les a"% a stro"g gro't$ of t$e
I"%!a" automo,!le !"%ustry&
Automo,!le Fealers Net'or( !" I"%!a
I" terms of *ar %ealer "et'or(s a"% aut$or!;e% ser)!#e stat!o"s, Marut! lea%s t$e a#( '!t$
Fealer "et'or(s a"% 'or(s$os a#ross t$e #ou"try& T$e ot$er lea%!"g automo,!le
ma"ufa#tures are also try!"g to #oe u a"% are oe"!"g t$e!r ser)!#e stat!o"s a"% %ealer
'or(s$os !" all t$e metros a"% ma:or #!t!es of t$e #ou"try& Fealers offer )ary!"g (!"% of
%!s#ou"t of f!"a"#es '$o !" ter" ass !t o" to t$e #ustomers !" t$e form of re%u#e% !"terest
rates&
Ma:or Ma"ufa#turers of Automo,!les !" I"%!a
Maruti U%$o 2t%.
1eneral Motors In%ia
5or% In%ia 2t%.
Ei'-er Motors
Ba,a, Auto
Dae.oo Motors In%ia
Hero Motors
Hin%ustan Motors
H$un%ai Motor In%ia 2t%.
Ro$al Enfiel% Motors
Tel'o
TVS Motors
DC Desins
S.ara, MaF%a 2t%
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Go)er"me"t $as l!,eral!;e% t$e "orms for fore!g" !")estme"t a"% !mort of
te#$"ology a"% t$at aears to $a)e ,e"ef!te% t$e automo,!le se#tor& T$e ro%u#t!o" of total
)e$!#les !"#rease% from .&- m!ll!o" !" +664< 66 to 2&/ m!ll!o" !" -771<72& It !s l!(ely t$at t$e
ro%u#t!o" of su#$ )e$!#les '!ll ex#ee% +7 m!ll!o" !" t$e "ext #oule of years&
THE KE* 5ACTORS BEHIND THESE UPSWIN1S
Sales !"#e"t!)es, !"tro%u#t!o" of "e' mo%els as 'ell as )ar!a"ts #oule% '!t$ easy
a)a!la,!l!ty of lo' #ost f!"a"#e '!t$ #omforta,le reayme"t ot!o"s #o"t!"ue% to %r!)e
%ema"% a"% sales of automo,!les %ur!"g t$e f!rst t'o 8uarters of t$e #urre"t year& T$e r!s( of
a" !"#rease !" t$e !"terest rates, t$e !ma#t of %elaye% mo"soo"s o" rural %ema"%, a"%
!"#rease !" t$e #osts of !"uts su#$ as steel are t$e (ey #o"#er"s for t$e layers !" t$e
!"%ustry&
As t$e layers #o"t!"ue to !"tro%u#e "e' mo%els a"% )ar!a"ts, t$e #omet!t!o" may
!"te"s!fy furt$er& T$e a,!l!ty of t$e layers to #o"ta!" #osts a"% fo#us o" exorts '!ll ,e
#r!t!#al for t$e erforma"#e of t$e!r rese#t!)e #oma"!es&
5I1URE+ ;
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
T$e layers #o"t!"ue to !"tro%u#e "e' mo%els a"% )ar!a"ts, t$e #omet!t!o" may
!"te"s!fy furt$er& T$e a,!l!ty of t$e layers to #o"ta!" #osts a"% fo#us o" exorts '!ll ,e
#r!t!#al for t$e erforma"#e of t$e!r rese#t!)e #oma"!es&
T$e auto #omo"e"t se#tor $as also oste% s!g"!f!#a"t gro't$ of -7 er #e"t !" -77/<
7., to a#$!e)e a sales tur"o)er of Rs&/7,1.7 #rores BUSH 1&2 ,!ll!o"C& Furt$er, t$ere !s a
ote"t!al for $!g$er gro't$ %ue to outsour#!"g a#t!)!t!es ,y glo,al automo,!les g!a"ts& To%ay,
t$!s se#tor $as emerge% as a"ot$er su"r!se se#tor&
INDUSTR* 5EATURES
Prese"#e of a large "um,er of layers ese#!ally !" t$e asse"ger #ar a"% t'o '$eeler
segme"ts $as e"sure% st!ff #omet!t!o"& *omet!t!o" !s ,ase% ,ot$ o" te#$"ology a"% more
!morta"tly r!#e& @ey to su##ess !s t$erefore )alue a%%e% ro%u#ts ,ut at affor%a,le r!#es&
S!"#e #ustomers of all segme"ts of t$e automo,!le !"%ustry are )alue #o"s#!ous, fa#tors su#$
as fuel eff!#!e"#y a"% %!esel e"g!"es are also (ey %!ffere"t!ators !" t$e I"%!a" mar(et&
T$e I"%!a" #o"sumer !s "o' $a)!"g a" !"#reas!"g #$o!#e '!t$ large "um,er of
)e$!#le mo%els lau"#$e% ea#$ year& I" l!"e '!t$ t$e gro'!"g !"#ome of t$e I"%!a" m!%%le
#lass t$e e"try<le)el )e$!#le !s mo)!"g u t$e la%%er& T$e e"try le)el t'o '$eeler $as ,e#ome
t$e s#ooter !"stea% of moe% a"% t$e referre% fam!ly )e$!#le !s t$e more exe"s!)e
motor#y#le !"stea% of s#ooter& Moe% a"% t$e referre% fam!ly )e$!#le !s t$e more exe"s!)e
motor#y#le !"stea% of s#ooter& Moe%s, or lo' #aa#!ty e"g!"e )e$!#les, are "o' more styl!s$
a"% are referre% o"ly ,y stu%e"ts& I" t$e asse"ger #ar segme"t, t$e B #lass )e$!#les,
#o"s!st!"g of t$e more o'erful $at#$,a#(s are t$e fastest gro'!"g segme"t, !"%!#at!"g a"%
!"#reas!"g afflue"#e of a" e"try<le)el #ar ,uyer& T$e #aa#!ty ut!l!;at!o", '$!#$ also $as a
#r!t!#al ,ear!"g o" t$e rof!ta,!l!ty, $as ,ee" lo' for *ommer#!al )e$!#le, *ar a"% MU?
segme"ts '$!le !t $as ,ee" $ealt$y for t$e t'o '$eeler segme"t&
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
CURRENT SCENARIO
;?BCGs
I"%!a" t'o '$eeler mar(ets l!,eral!;e%&
Ma:or Iaa"ese t'o '$eeler ma"ufa#turers ma(e a" e"try !"to I"%!a" mar(et t$roug$
:o!"t )e"turesJte#$"!#al #olla,orat!o" '!t$ I"%!a" layers& T$e ma:or :o!"t )e"ture !s
>ERO >ONFA, T?S SUKU@I, BAIAI @AWASA@I, ES*ORTS AAMA>A a"%
@INETI* >ONFA&
Motor#y#le merges as area for gro't$& *$a"ge !" #o"sumer er#et!o" for
motor#y#les&
;??C A ;??B
S#ooters a"% moe%s loose s$ee" aga!"st motor#y#les t$us a%%!"g more fuel to
gro't$ of motor#y#les&
Four E stro(e motor#y#les reg!ster!"g $!g$est gro't$ !" t$e mar(et&
>ero >o"%a gre' ,y lea a"% ,ou"%s a"% emerges as t$e #ou"try lea%er !" t'o
'$eeler mar(ets&
;??B till %ate
Ba:a: forays !"to four E stro(e motor#y#le mar(et&
Em!ss!o" "orms #ame !"to for#e&
Brea(!"g E u of :o!"t )e"tures&
Fe#l!"!"g gro't$ !" motor#y#le segme"t&
E"try of @!"et!# Motors a"% LML !"to four stro(es segme"ts&
*$!"ese motor#y#les ma(!"g a" e"try !"to t$e mar(et&
*o"sumer refere"#e rea#$!"g a ,ala"#e ,et'ee" fuel E eff!#!e"#y a"% o'er&
T$us, I"%!a" motor#y#le mar(et $as e)ol)e% !" t$e latter 463s of ure mo"ooly of >ero
E >o"%a to %!ffere"t!ate% ol!gooly !" t$e latter 673s as (ey !"%!#ators o!"ts out, t$e !"%ustry
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
'!ll e)ol)e !"to mo"ool!st!# #omet!t!o" '$ere a layer $a)!"g te#$"olog!#al a"%
mar(et!"g e%ge '!ll $a)e a ,!gger !e of t$e mar(et&
T$ere are f!)e ,as!# tyes of !"%ustry stru#ture o" t$e ,as!s of "um,er of
sellers a"% a,!l!ty to %!ffere"t!ate ro%u#t& T$ese areL
PURE MONOPO2* H 3ONE SE22ER H UNDI55ERENTIATED PRODUCT4+
Pr!#es te"% to ,e $!g$, t$ere !s l!ttle a%)ert!s!"g, ser)!#e le)els te"% to ,e lo' a"%
,arr!ers to e"try ofte" ex!st&
PURE O2I1OPO2* H 35EW SE22ERS H UNDI55ERENTIATED PRODUCT4+
F!ffere"t!at!o" !s %!ff!#ult to a#$!e)e a"% r!#es are set at t$e go!"g rate& T$e o"ly 'ay
!" '$!#$ to a#$!e)e a susta!"a,le #omet!t!)e a%)a"tage !s ,y mea"s of #ost re%u#t!o"&
DI55ERENTIATED O2I1OPO2*H35EW SE22ERS HUNDI55ERENTIATED
PRODUCT4+
F!ffere"t!at!o" !s a#$!e)e% ,y ursu!"g a strategy of 8ual!ty, a%%!"g feature or styl!"g&
T$e exte"t to '$!#$ lea%ers$! or rem!um r!#!"g #a" ,e a#$!e)e% !s t$e measure of t$e
measure of t$e su##ess of t$e strategy&
MONOPO2ISTIC COMPETITION A 5EW SE22ERS H UNDI55ERENTIATED
PRODUCT4+
*oma"!es ty!#ally or art!#ular mar(et segme"ts '$ere s#oe ex!sts e!t$er for
m!"!m!;!"g t$e %egree of %!re#t #omet!t!o" or !" '$!#$ s#oe for rem!um r!#!"g ex!st&
PURE COMPETITION H 3MAN* SE22ERS H UNDI55ERENTIATED PRODUCT4+
At t$!s most extreme, t$ere !s "o s#oe for %!ffere"t!at!o" a"% r!#es are at t$e same
le)el& A%)ert!s!"g !s o"ly 'ort$'$!le !f !t #a" #reate a %egree of sy#$olog!#al %!ffere"t!at!o"
B'$ere t$!s feas!,le, t$e mar(et s$oul% ,e #orre#tly la,ele% as mo"ool!st!#ally #omet!t!)eC&
Relat!)e rof!t le)els are %!re#tly %eterm!"e% ,y ea#$ #oma"y3s a,!l!ty to ma"age #ost&
SE1EMENTS+
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
A##or%!"g to t$e ,uy!"g atter" of #ustomers, t$e mar(et #a" ,e segme"te% !"to t$ree
#ategor!esL
ECONOM* BRs&-0, 777<.7,777C
COMMUTERS BRs&.7, 777<07,777C
2UDUR*@2I5ES*T2*E BRs&07, 777 a"% a,o)eC
T$e surt !" gro't$ !" motor#y#le 'as ,y #ommuters segme"t, '$!#$ a##ou"ts for
ma:or!ty s$are of t$e mar(et a"% !s also t$e most #omet!t!)e& T$!s #a" ,e !"ferre% ,y "um,er
of mo%els, '$!#$ are lau"#$e% ,y %!ffere"t layers !" t$!s segme"t&
But last t'o years $a)e see" t$e mar(et s$!ft!"g to'ar%s e#o"omy segme"t %ue to
rat!o"al!;at!o" of taxes '$!#$ %e#rease% t$e r!#e %!ffere"t!al ,et'ee" s#ooters a"%
motor#y#les, a##eta"#e of motor#y#les as ,etter mo%e of tra"sortat!o" %ue to lo' ru""!"g
#ost a"% stur%!"ess& T$e ma#roe#o"om!# fa#tor $as ,ee" gro'!"g !" real !"#ome of
$ouse$ol%s&
I" ast t'o years t$ere $as ,ee" some f!;;le !" t$e luxury segme"t, ,ut t$!s segme"t $as
st!ll to ma(e a mar( as mar(et mo)e to'ar%s matur!ty $ase& As mar(et matures a"% "e'
layers eye for t$e !e of t$e I"%!a" #o"sumer !"#ome, t$e #lass!f!#at!o" '!ll also e)ol)e& T$e
re%!#ta,le #lass!f!#at!o" #oul% ,eL
ECONOM*
COMMUTERS
2UDUR*
SUPER2UDUR*
T$oug$ e#o"omy a"% #ommuters segme"t '!ll #o)er t$e ,ottom E l!"e for layers ,ut to<
l!"e gro't$ '!ll ta(e fe' more years&
6.;6 STATEMENT O5 THE PROB2EM
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Feterm!"!"g t$e attr!,utes, '$!#$ !"flue"#e a"% %r!)e #o"sumers3 refere"#e to'ar%s
a art!#ular se#o"% $a"% motor#y#le, !s a (ey fa#tor !" t$e!r ur#$ase %e#!s!o"&
T$ese attr!,utes !"#lu%e aest$et!#s, fuel m!leage, o'erJ!#(<u, r!#e, after sales
ser)!#e, #omfort %r!)!"g, easy $a"%l!"g, sare a)a!la,!l!ty, resale )alue a"% ;ero ma!"te"a"#e&
6.;8 OBEECTIVES
Base% o" t$e a,o)e ro,lem<stateme"t, t$e follo'!"g se#!f!# o,:e#t!)es $a)e ,ee"
#rystall!;e%L
To %eterm!"e t$e attr!,utes t$at !"flue"#e a"% %r!)e t$e #o"sumers ur#$ase %e#!s!o"s
a"% refere"#es se#o"% $a"% to'ar%s motor,!(es&
To %eterm!"e '$!#$ se#o"% $a"% motor,!(e t$e #o"sumers refer for tra"sortat!o" !"
t$e #ategory of fuel<eff!#!e"t, four stro(e a"% !" t$e ra"ge of 60 E ++0 #u,!# #aa#!ty
motor,!(es&
To %eterm!"e '$!#$ t$e ,est amo"g t$e to sell!"g se#o"% motor,!(es of %!ffere"t
motor#y#le #oma"!es '$!#$ !"#lu%e= >ero >o"%a Sle"%or, T?S ?!#tor, @a'asa(!
Ba:a: *al!,er, Aama$a *rux a"% @!"et!# Boss, regar%!"g t$e attr!,utes t$at $a)e ,ee"
me"t!o"e% earl!er&
To %eterm!"e t$e urose for '$!#$ #o"sumers ur#$ase t$ese motor,!(es, '$!#$
!"#lu%e for t$e urose of t$!s stu%y= %a!ly #ommut!"g, ,as!# use, #r!t!#al !" 'or(
rof!le, g!ft!"g urose, et#&,
To %eterm!"e '$et$er t$e motor,!(e o'"e% ,y t$e #o"sumer meets $!sJ$er
exe#tat!o"s a"% '$et$er or "ot !t su!ts t$e!r l!festyle&
To %eterm!"e '$!#$ a%)ert!s!"g me%!a !"flue"#es #o"sumers ur#$ase %e#!s!o" of
se#o"% $a"% motor<,!(es&
To %eterm!"e '$et$er, t$e s$o'room or ser)!#e stat!o" lo#at!o" also !"flue"#es
#o"sumers ur#$ase %e#!s!o"&
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
6.;: H*POTHESIS
+& Null L T$e roort!o" of oulat!o" !"te"%!"g to ,uy se#o"% $a"% ,!(es !s
!"%ee"%e"t of t$e !"#ome grou&
Alter"ateL T$e roort!o" of oulat!o" !"te"%!"g to ,uy se#o"% $a"% ,!(es !s %ee"%e"t
of t$e !"#ome grou&
-& Null L refere"#e for ,uy!"g se#o"% $a"% ,!(es !"%ee"%e"t of a%)ert!s!"g me%!a&
Alter"at!)e L !t !s %ee"%e"t
6.6 METHODO2O1*
RESARCH DESI1N
Resear#$ %es!g" !s t$e arra"geme"t of #o"%!t!o"s for #olle#t!o" a"% a"alys!s of %ata !"
a ma""er t$at a!ms to #om,!"e rele)a"t to t$e resear#$ urose '!t$ e#o"omy !" ro#e%ure&
I" fa#t, t$e resear#$er %es!g" !s t$e #o"#etual stru#ture '!t$!" '$!#$ resear#$ !s #o"%u#te%=
!t #o"st!tutes t$e ,lue r!"t for t$e #olle#t!o", measureme"t a"% a"alys!s of %ata&
T$e ma!" a!m of t$e stu%y !s to measure t$e a'are"ess, refere"#es, att!tu%e a"%
er#et!o" of eole to'ar% se#o"%<$a"% motor,!(e B60<++0##, fuel eff!#!e"t a"% four
stro(esC a"% to f!"% out '$at attr!,utes attra#t t$e most to t$e #o"sumer !" a motor,!(e&
Mar(et!"g resear#$ stu%!es #a" ,e ,roa%ly #lass!f!e% !"to t$ree ,as!# tyes "amely,
exloratory, %es#r!t!)e a"% #asual, %ee"%!"g o" t$e o,:e#t!)es a"% r!or ("o'le%ge o" t$e
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
!ssues ,e!"g exam!"e%& T$e stu%y #o"%u#te% !s Exloratory !" "ature& T$e ma:or em$as!s of
exloratory resear#$ !s o" t$e %!s#o)ery of !%eas&
Next #omes t$e 8uest!o" of sele#t!"g t$e met$o%s ,y '$!#$ t$e %ata are to ,e
o,ta!"e%& I" ot$er 'or%s te#$"!8ues for #olle#t!"g t$e !"format!o" must ,e %e)!se%& Se)eral
met$o%s l!(e o,ser)at!o", 8uest!o""a!re, !"ter)!e'!"g, exam!"at!o" of re#or%s, et#&, so sur)ey
met$o% !s use% for t$e stu%y&
Sur)eys are usually u"%erta(e" to lear" a,out eole3s ("o'le%ge, ,el!ef, refere"#e,
sat!sfa#t!o" a"% to measure t$ese mag"!tu%es !" t$e oulat!o"&
SAMP2IN1 TECHNIIUE
T$e resear#$er %e#!%e% t$e tye of saml!"g te#$"!8ue use% !" t$!s stu%y !s
*o")e"!e"#e Saml!"g Met$o%& I" fa#t, t$!s te#$"!8ue or ro#e%ure sta"%s for t$e samle
%es!g" !tself& T$ere are se)eral samle %es!g"s out of '$!#$ t$e resear#$er must #$oose o"e
for $!s stu%y& I" t$!s sur)ey t$e saml!"g ro#e%ure #o"s!sts of all eole '$o o'" a"% are
a'are a,out motor,!(es& It #oul% a stu%e"t, a" emloyee, a ,us!"ess ma", et#&
I" t$!s sur)ey t$e samle s!;e of t$e reso"%e"ts !s !" t$e age grou of +4<17 a"%
!"#lu%es a total of +77 reso"%e"ts '$o l!)es !" t$e Ba"galore #!ty a"% 'ere !"ter)!e'e% for
t$e urose of t$!s stu%y&
SOURCES O5 DATA+
T$e tas( of %ata #olle#te% after a resear#$ ro,lem $as ,ee" %ef!"e% a"% resear#$
%es!g"& W$!le %e#!%!"g a,out t$e met$o% of %ata #olle#t!o" to ,e use% for t$e stu%y, t$e
resear#$er s$oul% (ee !" m!"% t'o tyes of %ata )!;, Pr!mary a"% Se#o"%ary& T$e r!mary
%ata are t$ose '$!#$ are #olle#te% fres$ly a"% for t$e f!rst t!me, a"% t$us $ae" to ,e
or!g!"al !" #$ara#ter& T$e se#o"%ary %ata, o" t$e ot$er $a"%, are t$ose, '$!#$ $a)e alrea%y,
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
,ee" asse% t$roug$ t$e stat!st!#al ro#ess& T$e sour#es of %ata for t$!s resear#$ are ,ot$
from r!mary a"% se#o"%ary&
PRIMAR* DATA+
Pr!mary %ata 'as #olle#te% ,y mea"s of a stru#ture% 8uest!o""a!re a%m!"!stere%
erso"ally&
SECONDAR* DATA+
Se#o"%ary %ata !"#lu%e aror!ate mater!als from Maga;!"es, !"ter"et a"% ,y mea"s
of %!s#uss!o" '!t$ t$e gu!%e&
SAMP2E SI0E+
T$e saml!"g s!;e 'as +77 a"% all t$e samles 'ere #olle#te% '!t$!" t$e t!me of t$ree
Wee(s %ur!"g t$e mo"t$ of Ar!l -774&
SAMP2IN1 METHOD+
Bas!#ally, t$ese met$o%s #a" ,e %!)!%e% !"to t'o tyes, #alle% ro,a,!l!ty ,ase%
saml!"g s#$eme a"% "o"<ro,a,!l!ty ,ase% s#$emes& A No"<Pro,a,!l!ty *o")e"!e"#e
Saml!"g Met$o% $as ,ee" use% !" t$!s resear#$& T$e #ustomers '$o $a% ur#$ase% a"% are
a'are of t$e motor,!(e 'ere aroa#$e% a"% !"ter)!e'e% '$o $a% #ome to get t$e!r ,!(es
ser)!#e%&
DATA CO22ECTION INSTRUMENT+
T$e Muest!o""a!re met$o% of %ata #olle#t!o" !s 8u!te oular, art!#ularly !" #ase of
,!g e"8u!r!es& T$e !"strume"t use% for t$e %ata #olle#t!o" 'as )ery s!mle a"% easy to
u"%ersta"%& T$e reso"%e"ts 'ere eas!ly a)a!la,le at t$e ser)!#e o!"t& T$e reso"%e"ts $a%
samle of t!me to a"s'er all t$e 8uest!o"s !" t$e 8uest!o""a!re& A 8uest!o""a!re #o"s!sts of a
"um,er of 8uest!o"s r!"te% or tye% !" a %ef!"!te or%er o" a form or set of forms& T$e
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
8uest!o""a!re !s g!)e" to reso"%e"ts '$o are exe#te% to rea% a"% u"%ersta"% t$e 8uest!o"s
a"% a"s'er t$em& T$e resear#$er uses t$e 8uest!o""a!re !" t$!s resear#$& Muest!o"s relate% to
o,:e#t!)es of t$e stu%y, form ma:or ort!o" of t$e 8uest!o""a!re& It ma!"ly #o"s!sts of
mult!le #$o!#e 8uest!o"s or t$e #$e#(l!st tyes 8uest!o"s, so t$at reso"%e"t #a" #$e#( or
mar( o"e of t$e se)eral #$o!#es of a"s'ers&
Muest!o""a!re 'as forme% ,ase% o" t$e !%eas o,ta!"e% from resear#$er3s %!s#uss!o"
of t$e ro,lem gu!%e&
5IE2D WORK+
T$e resear#$er #o)ers +77 reso"%e"ts a"% all of t$em f!lle% u t$e 8uest!o""a!re&
Some of t$e reso"%e"ts $a% "o at!e"#e ,ut o" t$e ot$er $a"% t$ere 'ere some of t$em '$o
'ere truly !"tereste% !"to t$e sur)ey&
Su#$ reso"%e"ts really e"#ourage% t$e resear#$er a lot to #arry out t$e sur)ey&
A)erage t!me ta(e" ,y t$e reso"%e"t to f!ll u t$e 8uest!o""a!re 'as +7 m!"utes& Some of
t$em t$oug$t t$ey 'ere ma(!"g #omm!tme"ts o" t$e!r art e)e" t$oug$ t$e resear#$er tol%
t$em t$at !t 'as "ot so&
>o'e)er a" $o"est attemt !s ma%e to reort a"% a"aly;e t$e reso"%e"ts as
o,:e#t!)ely as oss!,le '!t$out allo'!"g t$e !")est!gators ,!as to %om!"ate t$em&
DATA PROCESSIN1 9 ANA2*SIS P2AN+
T$e %ata after #olle#t!o" $as to ,e ro#esse% a"% a"aly;e% !" a##or%a"#e '!t$ t$e outl!"e la!%
%o'" for t$e urose at t$e t!me of %e)elo!"g t$e resear#$ la"& T$!s !s esse"t!al for a
s#!e"t!f!# stu%y a"% for e"sur!"g t$at 'e $a)e all rele)a"t %ata for ma(!"g #o"temlate%
#omar!so" a"% a"alys!s&
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Te#$"!#ally sea(!"g, ro#ess!"g !ml!es e%!t!"g, #o%!"g, #lass!f!#at!o" a"% ta,ulat!o"
of #olle#te% %ata so t$at t$ey are ame"a,le to a"alys!s& T$e team a"alys!s refers to t$e
#omutat!o" of #erta!" measures alo"g '!t$ sear#$!"g for atter"s of relat!o"s$! t$at ex!st
amo"g %ata grous& T$us, N!" t$e ro#ess of a"alys!s, relat!o"s$!s or %!ffere"#es suort!"g
or #o"fl!#t!"g '!t$ or!g!"al or "e' $yot$es!s s$oul% ,e su,:e#te% to stat!st!#al test of
s!g"!f!#a"#e to %eterm!"e '!t$ '$at )al!%!ty %ata #a" ,e sa!% to !"%!#ate a"y #o"#lus!o"&O
6.8 RESU2TS
SURVE* 5INDIN1S
PRESENTATION AND ANA2*SIS O5 DATA+
A1E 1ROUP O5 THE RESPONDENT
TAB2E+ ;
SOURCE+ 5IE2D INVESTI1ATION
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
T$e a,o)e ta,le s$o's t$e age of t$e reso"%e"ts& Most of t$e reso"%e"ts ,elo"g to
t$e age grou of -4</4& I" t$e sur)ey !t 'as fou"% /1D of t$e reso"%e"ts ,elo"g to t$e age
grou of -4 E/4&/-D of t$em ,elo"g to t$e age grou of +4<-4&-/D ,elo"g to t$e age grou
of /4<.4 a"% t$e lo'est age grou 'as .4 a"% a,o)e '$o 'ere o"ly 6D&
INCOME O5 THE RESPONDENTS
TAB2E+ 6
T$e a,o)e ta,le s$o's t$e arox!mate mo"t$ly !"#ome of t$e reso"%e"ts& I" t$e
sur)ey !t 'as fou"% t$at /+D of t$e reso"%e"ts got a" !"#ome of Rs& 0777 E +7777 er
mo"t$& -4D of t$em got a" !"#ome of +0777 a"% a,o)e& +6D of t$em $a)e a" !"#ome less
t$a" 0777 er mo"t$& +.D of t$em $a)e a" !"#ome of +/777<+0777 er mo"t$ a"% 4D of
reso"%e"ts $a)e a" !"#ome of +777 E +/777&
ATTRIBUTES THAT IN52UENCE CONSUMER
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
TAB2E+ 8
Lege"%L
?I < ?ery Imorta"t
I < Imorta"t
L < Less Imorta"t
N < Not Imorta"t
T$e a,o)e ta,le g!)es t$e !"format!o" o" t$e attr!,utes t$at !"flue"#es t$e #o"sumer&
T$e ta,le !s %!)!%e% !"to . %egree of !morta"#e, !&e&, ?ery Imorta"t, !morta"t, Less
Imorta"t a"% Not Imorta"t& From t$e a,o)e me"t!o"e% '$ere 67D of t$e reso"%e"ts feel
!t !s ?ery Imorta"t a"% +7D of t$em feel !t !s !morta"t& 00 amo"g +777 reso"%e"ts feel
Po'er !s t$e "ext attr!,ute '$!#$ !s ?ery Imorta"t& 0/ amo"g +77 reso"%e"ts f!"% Pr!#e as
t$e "ext attr!,ute t$at !s reso"%e"ts feel Pre 5 After Sales Ser)!#e as ?ery Imorta"t& T$e
attr!,utes, !&e& *omfort Fr!)!"g, Resale ?alue, Kero Ma!"te"a"#e, Easy >a"%l!"g a"% Sares
A)a!la,!l!ty, '$e" #omare% to t$e ot$er !morta"t attr!,utes are g!)e" less r!or!ty& Sares
A)a!la,!l!ty !s o"e attr!,ute '$!#$ !s g!)e" least !morta"#e&
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
CONSUMER PRE5ERENCE O5 MOTORBIKS TAKIN1 ATTRIBUTES
INTO CONSIDERATION
TAB2E+ :

From t$e a,o)e ta,le ta(!"g aest$et!#s !"to #o"s!%erat!o" /2D of t$e reso"%e"ts feel
T?S ?!#tor !s t$e ,est ,!(e& -0D of t$em feel >ero >o"%a Sle"%or as t$e ,est ,!(e& -7D of
t$em feel @a'asa(! Ba:a: *al!,er as t$e ,est ,!(e& +1D of t$em feel Aama$a *rux as t$e ,est
,!(e a"% o"ly -D of t$em feel @!"et!# Boss !s t$e ,est ,!(e& Base% o" t$!s A"alys!s 'e #a"
#ome to ("o' t$at T?S ?!#tor !s t$e ,est loo(!"g ,!(e&
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
TAB2E+ <
From t$e a,o)e ta,le ta(!"g Fuel M!leage !"to #o"s!%erat!o" 07D of t$e reso"%e"ts
feel >ero >o"%a Sle"%or !s t$e ,est M!leage ,!(e& +4D of t$em feel T?S ?!#tor as t$e ,est
,!(e& +2D of t$em feel @a'asa(! Ba:a: *al!,er as t$e test ,!(e& 6D of t$em feel Aama$a
*rux as t$e ,est ,!(e a"% o"ly 1D of t$em feel @!"et!# Boss !s t$e ,est ,!(e& Base% o" t$!s
a"alys!s 'e #a" #ome to ("o' t$at >ero >o"%a Sle"%or !s t$e ,est M!leage ,!(e&
CONSUMER PRE5ERENCE TOWARDS MOTOR BIKES
CONCERNIN1 POWER @ PICKAUP
TAB2E+ =
From t$e a,o)e ta,le ta(!"g Po'er J P!#(<u !"to #o"s!%erat!o" .0D of t$e
reso"%e"ts feel Aama$a *rux !s t$e ,est Po'er ,!(e& -/D of t$em feel T?S ?!#tor as t$e
- 24 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
,est ,!(e& +2D of t$em feel @a'asa(! Ba:a: *al!,er as t$e ,est ,!(e& +7D of t$em feel >ero
>o"%a Sle"%or as t$e ,est ,!(e a"% o"ly 0D of t$em feel @!"et!# Boss !s t$e ,est ,!(e&
Base% o" t$!s a"alys!s Aama$a *rux !s t$e ,est Po'er J P!#(<u ,!(e from t$e #o"sumer3s
o!"t of )!e'&
CONSUMERS BEHAVIOUR TOWARDS MOTOR BIKES
CONCERNIN1 PRICE
TAB2E+ >
From t$e ta,le ta(!"g Pr!#e !"to #o"s!%erat!o" /7D of t$e reso"%e"ts feel >ero
>o"%a Sle"%or !s t$e ,est<r!#e% ,!(e& -4D of t$em feel @!"et!# Boss as t$e ,est ,!(e& +4D
of t$em feel T?S ?!#tor as t$e ,est ,!(e& +-D of t$em feel Aama$a *rux as t$e ,est ,!(e a"%
+-D of t$em feel @a'asa(! Ba:a: *al!,er as t$e ,est ,!(e& Base% o" t$!s a"alys!s >ero
>o"%a Sle"%or !s t$e ,est Er!#e% Motor,!(e from t$e #o"sumer3s o!"t of )!e'&
CONSUMER PRE5ERENCE TOWARDS MOTOR BIKES
CONCERNIN1 PRE AND A5TER SA2ESASERVICE
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
TAB2E+ B
From t$e a,o)e ta,le ta(!"g Pre a"% After E Sales Ser)!#e !"to #o"s!%erat!o" ./D of
t$e reso"%e"ts feel >ero >o"%a Sle"%or !s t$e ,est '$e" ser)!#e !s ta(e" !"to
#o"s!%erat!o"& -/D of t$em feel T?S ?!#tor !s t$e ,est& +1D of t$em feel @a'asa(! Ba:a:
*al!,er as t$e ,est ,!(e& +/D of t$em feel Aama$a *rux as t$e ,est ,!(e a"% o"ly 0D of t$em
feel @!"et!# Boss !s t$e ,est ,!(e& Base% o" t$!s a"alys!s >ero >o"%a Sle"%or !s t$e ,est
Motor,!(e '$e" Pre a"% After Sales Ser)!#e !s #o"s!%ere% from t$e *o"sumer3s o!"t of
)!e'&
CONSUMER PRE5ERENCE TOWARDS MOTOR BIKES
CONCERNIN1 TECHNICA22* SOPHISTICATED
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MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
TAB2E+ ?
From t$e a,o)e ta,le ta(!"g Te#$"!#al So$!st!#at!o" !"to #o"s!%erat!o" /4D of t$e
reso"%e"ts feel T?S ?!#tor !s t$e Test Te#$"!#al So$!st!#ate% ,!(e& -7D of t$em feel >ero
>o"%a Sle"%or as t$e ,est ,!(e& -7D of t$em feel @a'asa(! Ba:a: *al!,er as t$e ,est ,!(e&
++D of t$em feel Aama$a *rux as t$e ,est ,!(e a"% ++D of t$em feel @!"et!# Boss as t$e
,est ,!(e& Base% o" t$!s a"alys!s T?S ?!#tor !s t$e ,est Motor,!(e '$e" Te#$"!#al
So$!st!#at!o" !s #o"s!%ere% from t$e #o"sumer3s o!"t of )!e'&
OWNERSHIP
TAB2E+ ;C
T$e a,o)e ta,le s$o's t$e ,ra"% of motor,!(es o'"e% ,y t$e #o"sumers& >ero
>o"%a Sle"%or !s t$e ,!(e, '$!#$ !s, o'"e% t$e most !&e& /2D of t$em #o"sumers o'" !t&
- 27 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
-0D of t$e #o"sumers o'" T?S ?!#tor& +6D of t$em o'" @a'asa(! Ba:a: *al!,er& +/D of
t$em o'" @!"et!# Boss&
RESPONDENTS PURPOSE O5 PURCHASE
TAB2E+ ;;
From t$e a,o)e %ata !t !s #lear t$at most of t$e reso"%e"ts ur#$ase a motor,!(e for
%a!ly #ommut!"g, !&e& ..D of t$em& -4D of t$e reso"%e"ts ur#$ase !t for Bas!# use& --D of
t$em Pur#$ase !t ,e#ause !t !s *r!t!#al !" Wor( Prof!le a"% o"ly 1D of t$em ur#$ase !t for
gett!"g urose&
MEET EDPECTATIONS
- 28 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
TAB2E+ ;6
T$e a,o)e ta,le s$o's t$at '$et$er t$e motor,!(e t$e reso"%e"ts $a)e ur#$ase%
$as met t$e!r exe#tat!o"s& It s$o's t$at 02D of t$e reso"%e"ts say !t %oes meet t$e!r
exe#tat!o"s& /.D of t$em say exe#tat!o"s $a)e met to a" exte"t a"% o"ly 6D of t$em say !t
$as"3t met t$e!r exe#tat!o"s&
RESPONDENTS AWARENESS 2EVE2 O5 ADVERTISEMENTS O5
MOTORBIKES
TAB2E+ ;8
T$e a,o)e ta,le s$o's t$at /1D of t$e reso"%e"ts $a)e see" t$e A%)ert!seme"t of
t$e motor,!(e o" tele)!s!o" out of '$!#$, /7D of t$em t$roug$ Wor% of Mout$& -7D of t$em
are a'are t$roug$ Pr!"t Me%!a& +/D t$roug$ $oar%!"gs a"% o"ly +D of reso"%e"ts say
- 29 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
t$roug$ Ra%!o& Base% o" t$!s a"alys!s 'e #a" say t$at a%)ert!seme"t of motor,!(es t$roug$
tele)!s!o" !s t$e ,est 'ay to !"#rease a'are"ess amo"g t$e #o"sumers&
2OCATION O5 SHOWROOM A55ECTS PURCHASE DECISION
TAB2E+ ;:
T$e a,o)e %ata s$o's '$et$er t$e lo#at!o" of t$e s$o'room '!ll affe#t t$e
reso"%e"ts ur#$ase %e#!s!o"& 04D of t$e reso"%e"ts say "o a"% .-D of t$e reso"%e"ts
say t$at !t '!ll affe#t t$e!r ur#$ase %e#!s!o"&
CONSUMER RANKIN1 O5 MOTORBIKES
TAB2E+ ;<
T$e a,o)e ta,le s$o's #o"sumers refere"#e to'ar%s motor,!(es& >ero >o"%a
Sle"%or $as ,ee" referre% t$e most ,y t$e #o"sumer !&e& .7D of t$em $a)e ra"(e% >ero
- 30 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
>o"%a Sle"%or as "um,er o"e& --D of t$e reso"%e"ts $a)e ra"(e% T?S ?I*TOR as
"um,er o"e& -7D of t$em $a)e ra"(e% @a'asa(! Ba:a: *al!,er as "um,er o"e& +/D of t$em
$a)e ra"(e% Aama$a *rux a"% o"ly 0D of t$em $a)e ra"(e% @!"et!# Boss as "um,er o"e&
Base% o" t$!s a"alys!s !t !s #lear t$at >ero >o"%a Sle"%or !s st!ll a '!""er of t$e ,attle ,ut
t$e 'ar rema!"s&
6.: ANA2*SIS
T$e 8uest!o""a!re $as ,ee" frame% !" a ma""er so as to %eterm!"e t$e (ey fa#tors a"%
attr!,utes t$at !"flue"#e se#o"% $a"% motor,!(e #o"sumers, ur#$ase %e#!s!o" a"%
refere"#es& T$e "um,er of reso"%e"ts for t$e urose of t$!s stu%y !s +77, of '$!#$, t$e
ma:or!ty $a)e refere"#e for a motor,!(e '$!#$ g!)es goo% fuel m!leage&
As 'e $a)e see" !" t$e re)!ous #$aters, 67D of t$e reso"%e"ts feel t$at fuel
m!leage !s a )ery !morta"t attr!,ute t$at a motor,!(e s$oul% ossess& Fuel M!leage, Pr!#!"g,
Pre a"% After Sales Ser)!#e& From t$e f!"%!"gs, ma:or!ty of t$e reso"%e"ts says t$at >ero
>o"%a Sle"%or !s t$e ,est fuel m!leage motor,!(e %ue to t$e fa#t t$at !t $as ,ee" r!#e% t$e
,est a"% !s also #o"s!%ere% t$e ,est regar%!"g Pre a"% After E Sales ser)!#e !s #o"s!%ere%&
Aest$et!#s a"% Po'er J P!#(<U T$e ma:or!ty of reso"%e"ts from our a"alys!s state
t$at T?S ?!#tor !s t$e ,est ,!(e regar%!"g aest$et!#s !&e& '$ere loo(s are #o"s!%ere%&
Regar%!"g Po'er J P!#( E U Aama$a *rux !s #o"s!%ere% to ,e t$e '!""er as er t$e
reso"%e"t3s )!e's&
O.ners-i#
Most of t$e reso"%e"ts '$o o'" a >ero >o"%a Sle"%or #la!m t$at t$e ,!(e meets t$e!r
exe#tat!o" a"% su!ts t$e!r l!festyle, t$us result!"g !" sat!sfy!"g t$e!r ur#$ase %e#!s!o"&
- 31 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Pur'-ase of Pur'-ase
Most of t$em ur#$ase t$e ,!(e for %a!ly #ommut!"g, some of t$em for ,as!# use a"%
!s #r!t!#al !" 'or( rof!le a"% fe' of t$em ,uy for t$e urose of g!ft!"g&
2o'ation of t-e s-o.roo! or ser/i'e station
W$e" lo#at!o" of t$e s$o'room or ser)!#e stat!o" !s #o"s!%ere% ma:or!ty of t$e
reso"%e"ts feel t$at !t %oes "ot affe#t t$e!r ur#$ase %e#!s!o"&
A%/ertisin Me%ia
A"ot$er fa#t t$at 'as fou"% !" t$e sur)ey 'as t$at ma:or!ty of t$e reso"%e"ts feel
t$at tele)!s!o" !s t$e ,est me%!a for motor,!(e a%)ert!s!"g&
Attri7utes
*omfort Fr!)!"g, Resale ?alue, Kero Ma!"te"a"#e, Easy >a"%l!"g a"% sares
a)a!la,!l!ty Regar%!"g t$e a,o)e<me"t!o"e% attr!,utes, '$e" #omare% to t$e ot$er !morta"t
attr!,utes as me"t!o"e% earl!er, reso"%e"ts $a)e g!)e" t$em less r!or!ty a"% !morta"#e !"
t$e!r ur#$ase %e#!s!o" a"% refere"#e& Also regar%!"g sares a)a!la,!l!ty t$e reso"%e"ts %o
"ot #o"s!%er !t a )!tal fa#tor, regar%!"g t$e!r refere"#e a"% ur#$ase %e#!s!o"&
O/erall Best Bi(e
F!"ally, '$e" as(e% '$!#$ !s t$e ,!(e reso"%e"ts referre% t$e most, ma:or!ty of
t$em )ote% for N>ero E >o"%a Sle"%or as t$e ,est motor,!(eO, '$e" #omare% to T?S
?!#tor, @a'asa(! Ba:a: *al!,er, Aama$a *rux a"% @!"et!# Boss&
T$!s refere"#e #a" #learly ,e see" from our a"alys!s !" t$e re)!ous #$aters, a"%
#learly suorts our f!"%!"gs&
- 32 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
6.< 2IMITATIONS
T$e samle s!;e !s l!m!te% to +77 reso"%e"ts
T$e stu%y !s l!m!te% ,et'ee" 67## E +07## e"g!"es
T$e stu%y !s l!m!te% to lo#al reg!o"
6.= CONC2USION
T$e resear#$ 'or( em,o%!e% !" t$!s reort !s $!g$ly 8ual!tat!)e a"% !s "ot ame"a,le
for )!gorous $yot$es!s test!"g t$roug$ stat!st!#al a#(ages&
>o'e)er, ,ase% o" our a"alys!s of 8ual!tat!)e %ata, 'e ro)e, ,eyo"% %ou,t, #r!ter!a
t$at our reso"%e"t $a% reso"se !s )ery s!m!lar to t$e stu%y of t$e er#et!o" of a%at!"g to
a"y "e' ro%u#ts& Our a"alys!s #alls for "ot$!"g less t$a" t$e aror!ate ro%u#t t$at $as
,ee" ma"ufa#ture t$at mat#$es t$e exe#tat!o"s of t$e #ustomer $as more s$are !" t$e mar(et
for ,ot$ "e' a"% se#o"% $a"%&
T$us from t$e a,o)e #$aters t$at $a)e ,ee" %!s#usse%, 'e $a)e arr!)e% at re#!se
#o"#lus!o"s at t$e e"% of ea#$ #$ater, g!)!"g ma"ufa#turers, reta!lers #lear !"s!g$t !"to t$e
#ustomers er#et!o" o" t$e refere"#e of se#o"% $a"% motor ,!(es !" t$e Ba"galore #!ty&
Also 'e $a)e #o)ere% t$e ,e$a)!oral ase#t of #o"sumers, #o"#er"!"g )!e'!"g of
a%)ert!seme"ts o" tele)!s!o", '$!#$ g!)es !"flue"#e !" %e#!s!o" ma(!"g of ur#$ase t$e most,
follo'e% ,y r!"t me%!as&
6.B SU11ESTIONS AND RECOMMENDATIONS
- 33 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
From t$e a"alys!s t$at $as ,ee" ma%e !" t$e re)!ous #$aters 'e $a)e see" t$at t$e
attr!,utes '$!#$ $a)e ,ee" me"t!o"e% lay a )ery !morta"t role for a motor,!(e to ,e a
su##ess !" t$!s segme"t of se#o"% $a"% t'o '$eelers, for examle fuel, m!leage, et#&
>ero >o"%a Sle"%or t$e motor,!(e from >ero >o"%a Motors L!m!te% $as tur"e% out
to ,e t$e most su##essful motor,!(e !" t$!s segme"t of se#o"% $a"% t'o '$eelers as !t
sat!sf!es t$e ma:or!ty of !morta"t attr!,utes t$at t$e #o"sumer %es!res& T$e attr!,utes are
me"t!o"e% earl!er !"#lu%es, fuel m!leage, r!#e, after sales ser)!#e, o'er J !#(<u, #omfort
%r!)!"g, easy $a"%l!"g, aest$et!#s, sare a)a!la,!l!ty, resale )alue a"% ;ero ma!"te"a"#e&
We #a" also #o"#lu%e t$at #o"sumers $a)e refere"#e for t$!s ra"ge of motor,!(es
%ue to t$e fa#t t$at t$ey are more e#o"om!#al !" terms of t$e attr!,utes me"t!o"e% a,o)e, as !t
su!ts t$e urose for '$!#$ t$ey ur#$ase% !t, '$!#$ !"#lu%es %a!ly #ommut!"g, ,as!# use,
#r!t!#al !" 'or( rof!le, et#& We #a" also state t$at a%)ert!s!"g t$roug$ tele)!s!o" !s t$e most
aror!ate me%!a for t$!s art!#ular ro%u#t, '$!#$ $as ,ee" a"aly;e%, !" t$e re)!ous
#$aters&
F!"ally, t$roug$ t$e #o"#lus!o"s ma%e a,o)e 'e #a" suggest to t$e follo'!"g to
I"%!a" four stro(e ro%u#!"g motor,!(e #oma"!es !" or%er to !"#rease t$e!r mar(et s$areL
>ero >o"%a Sle"%orL Imro)eme"ts #oul% ,e ma%e #o"#er"!"g t$e aest$et!#s a"%
o'erJ!#(<u&
T?S ?!#torL T$ey #oul% !"#rease t$e sales of t$e motor,!(e ,y !mro)!"g #o"sumer3s
er#et!o" o" !ts rel!a,!l!ty a"% %ee"%a,!l!ty t$us !"#reas!"g !ts resale )alue&
@a'asa(! Ba:a: *al!,erL As t$ey $a)e alrea%y a%ote% t$e strategy of #ost lea%ers$!
t!ll "o' a"% s!"#e t$ey $a)e #o"s!ste"tly fla"(e% >ero >o"%a o" r!#e, !" future Ba:a: $as to
fo#us o" %e)elome"t of ,etter te#$"olog!#ally sou"% ro%u#ts&
- 34 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Aama$a *ruxL Imro)eme"ts #oul% ,e ma%e !" aest$et!#s, o'erJ!#(<u a"% ,etter
after sales ser)!#e !" or%er to !"#rease t$e!r mar(et s$are&
@!"et!# BossL T$ey $a)e to !mro)e t$e #ustomer3s !mage of t$e motor,!(e, as
ma:or!ty of t$e reso"%e"ts %oes "ot )!e' t$!s ro%u#t fa)oura,ly as #omare% to t$e a,o)e
motor,!(es&
It !s our f!rm #o")!#t!o" a"% ,el!ef t$at our resear#$ f!"%!"gs, !f t$ey are "ot
!geo"$ole%, '!ll g!)e a" !"s!g$t to t$e mar(eters of t$ese motor,!(es a"% '!ll $el t$em to
ta#(le t$e strateg!# !ssues of ,ra"% mar(et!"g&
8. APPENDID
8.; DATA CO22ECTION 5ORMS
- 35 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
Iuestionnaire
Fear reso"%e"t,
I am a ma"ageme"t stu%e"t of MP B!rla I"st!tute of Ma"ageme"t, Ba"galore=
#o"%u#t!"g a resear#$ ro:e#t as a art!al fulf!lme"t of MBA rogram&
I sol!#!t your #o<oerat!o" !" f!ll!"g u t$!s 8uest!o""a!re to fa#!l!tate #omlet!o" of
my ro:e#t 'or(& I assure you t$at t$e reso"se g!)e" '!ll ,e (et #o"f!%e"t!al a"% '!ll ,e
use% for a#a%em!# urose o"ly&
; 1en%er+
P QMale P Q Female
6. Ae+ BPlease #$e#( t$e aror!ate ,oxC
P Q +4<-4 P Q -4</4
P Q /4<.4 P Q .4 a"% a,o)e
:. O''u#ation BPlease Se#!fyCRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
<. In'o!e #er !ont-+
P Q U to E 0777 P Q 0777<+7777
P Q +/777<+0777 P Q +0777 a"% a,o)e
=. Please ti'( t-e follo.in attri7utes a''or%in to $our %eree of #referen'e in a
!otor'$'le
ATTRIBUTES VER* IMP. IMPORTANT 2ESS IMP. NOT IMP.
+& Aest$et!#s JLoo(s J styles
-& M!leage
/& Po'er J P!#( Eu
.& Pr!#e
0& Resale )alue
1& After sales ser)!#e
2& *omfort %r!)!"g
4& Kero ma!"te"a"#e
6& Easy $a"%l!"g
+7& Sares a)a!la,!l!ty
- 36 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
>. Please ti'( t-e follo.in !otor7i(esJ 'onsi%erin t-e follo.in attri7utes a''or%in
to $our #referen'e.
B. 1i/en 7elo. are %ifferent 7ran%s of t.oA.-eeler !otor'$'lesJ (in%l$ ran( t-e!
a''or%in to $our #referen'e.
- 37 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
;C. W-i'- 7i(e %o $ou o.nK
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
;;. W-at .as t-e #ur#ose of #ur'-aseK 3Please '-e'( t-e a##ro#riate 7o"4
Fa!ly #ommut!"g P Q
*r!t!#al 'or( rof!le P Q
Bas!# use P Q
G!ft!"g urose P Q
Ot$ers se#!fy RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
;6. Does t-e 7i(e !eet to $our e"#e'tationsK 3Please '-e'( t-e a##ro#riate 7o"4
Aes !t %oes P Q To a" exte"t P Q No !t %oes"3t P Q
;8. Does t-e 7i(e $ou 7ou-t !at'- $our life st$leK 3Please '-e'( t-e a##ro#riate 7o"4
Aes !t %oes P Q To a" exte"t P Q No !t %oes"3t P Q
;:. Ho. %i% $ou et to (no. a7out t-e 7i(e $ou #ur'-ase%K 3Please '-e'( t-e
a##ro#riate 7o"4
Pr!"t me%!a P Q
Tele)!s!o" P Q
Wor% of mout$ P Q
- 38 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
>oar%!"g P Q
Ot$er, se#!fy RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
;< Will t-e lo'ation of t-e s-o.roo! affe't $our #ur'-ase %e'isionK 3Please '-e'( t-e
a##ro#riate 7o"4
Aes P Q No P Q
8.6 DETAI2ED CA2CU2ATIONS
*$! E s8uare test $as ,ee" use% for t$e test!"g of $yot$es!s&
Le)el of s!g"!f!#a"#e S T
Fegrees of free%omS FOF
H$#ot-esis ;+
At 0D le)el of s!g"!f!#a"#e, t$e )alue of ta,ulate% L
6
!s g!)e" ,yL
T S7&70 a"% FOF S 0<. S +
L
6
3ta7ulate%4 M ?.:?
INCOME
GROUP
OBSERVED
VALUE
(O)
EXPECTED
VALUE
(E)
-
C B E O
E
E O
-
C B
UPTO 5000 19 20 1 0.05
5000-10,000 31 20 121 6.05
- 39 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
10,000-13,000 8 20 144 7.2
13,000-15,000 14 20 36 1.8
15,000 &
ABOVE
28 20 64 3.2
TOTA2 ;B.8
TAB2E+ ;=
L
6
3'al'ulate%4 M 8B.8
I"terretat!o"L $ere L
6
3'al'ulate%4 N L
6
3ta7ulate%4
Null $yot$es!s !s re:e#te%
Buy!"g ,e$a)!our !s %ee"%e"t o" a%)ert!seme"t me%!a&
H$#ot-esis 6+
At 0D le)el of s!g"!f!#a"#e, t$e )alue of ta,ulate% L
6
!s g!)e" ,yL
T S7&70 a"% FOF S 0<. S +
L
6
3ta7ulate%4 M ?.:?
ADVERTISEM OBSERVED EXPECTED
-
C B E O
E
E O
-
C B
- 40 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
ENT
MEDIA
VALUE
(O)
VALUE
(E)
Print 20 20 0 0
Televisin 36 20 256 12.8
!r" # $%t& 30 20 100 5
'(r"in)s 13 20 49 2.45
Ot&ers 1 20 361 18.05
TOTA2 8B.8
TAB2E+ ;>
L
6
3'al'ulate%4 M 8B.8
I"terretat!o"L $ere L
6
3'al'ulate%4 N L
6
3ta7ulate%4
Null $yot$es!s !s re:e#te%
Buy!"g ,e$a)!our !s %ee"%e"t o" a%)ert!seme"t me%!a&
8.8 1ENERA2 TAB2E
A1E 1ROUP O5 THE RESPONDENTS
5I1URE+ 6
- 41 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
INCOME O5 RESPONDENTS
5I1URE+ 8
ATTRIBUTES IN52UENCIN1 CONSUMERS
- 42 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
5I1URE+ :
CONSUMERS PRE5ERENCE TOWARDS AESTHETICS
5I1URE+ <
CONSUMERS PRE5ERENCE TOWARDS 5UE2 MI2EA1E
- 43 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
5I1URE+ =
CONSUMERS PRE5ERENCE TOWARDS BIKES PRICE
5I1URE+ >
CONSUMERS PRE5ERENCE TOWARDS PRE AND A5TER SA2ES SERVICE
- 44 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
5I1URE+ B
CONSUMERS PRE5ERENCE TOWARDS TECHNICA22* SOPHISTICATED
BIKES
5I1URE+ ?
OWNERSHIP
- 45 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
5I1URE+ ;C
MEET EDPECTATIONS
- 46 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
5I1URE+ ;;
MEDIA
5I1URE+ ;6
SHOWROOM 2OCATION
5I1URE+ ;8
- 47 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
CONSUMERS PRE5ERENCE TOWARDS MOTOR BIKES
5I1URE+ ;:
8.: BIB2IO1RAPH*
- 48 -
MP BIRLA INSTITUTE OF MANAGEMENT
CONSUMERS BEHAVIOUR TOWARDS SECOND HAND BIKES
S!tes o" t$e !"ter"etL
'''&!"%!a!"fol!"e&#om
'''&e#o"omy'at#$&#om
'''&t$e$!"%u,us!"essl!"e&#om
Maga;!"esL
Auto!"%!a
Motor!"g
Text Boo(sL
Mar(et!"g Ma"ageme"t ,y P$!l! @otler BT$e M!lle"!um e%!t!o"C L Tata M#& Gra'
$!ll u,l!#at!o"s, Ne' Fel$! -777
Bus!"ess Resear#$ Met$o% ,y *ooer R& Fo"al% a"% Pamela S& S#$!"%lerL Tata M#&
Gra' $!ll u,l!#at!o"s, Ne' Fel$! -77+&
- 49 -